Challenge
Wawa, Inc., a leader in the convenience store category, wanted to grow its prepared food and bakery business while protecting its strong a.m. coffee share.

Strategy
Historically, Wawa approached its marketing planning from a single product point of view (coffee, hoagies, etc.), and TV advertising was reserved for new product introductions, while radio was typically utilized exclusively for price promotions.

Result
The Ritter, Inc. Your breakfast is ready campaign included television and radio commercials, newspaper advertisements, outdoor boards, store signage and point of purchase materials, and featured multiple breakfast products.

Wawa Coffee sales exceeded those of the previous year. At the same time, sales of Wawa Sizzli® breakfast sandwiches and Wawa bakery products increased dramatically during and after the campaign.